⦁ Executive Summary We have chosen Deakin University for the analysis on the marketing and the competitive environment. Marketing is based on the relationship that is built mainly with the customers, and that adds the value to a better customer experience with building relationship effectively, between the buyer and the seller. The report covers the range of the subjects from the behaviour of the consumer as well as the management of brand through proper segmentation of the target market, SWOT analysis, etc. ⦁ Marketing and competitive environment ⦁ Background Deakin University is one of the best Australian public university mainly holding the higher education of the students. It has been divided into the faculty of arts and educations, business and law, engineering and environment, health and sciences. Along with this, the university focus on delivering the education through the cloud computing which is the best mode for the unit delivery by properly accessing the learning experience and resources. (Balamurugan et al., 2016). The vision and the mission of the university are to offer the borderless and the personalized relationship that will create the power will better opportunities to live for a better future. The university also enables the globally connected education for the jobs in future with research that will bring a difference to the community. The university focus on the growing research, with developing a targeted commercialized research partnership that will develop a better research footprint. ⦁ Market summary and demand assessment Deakin research and innovation helps in strengthening the industry with an improved entrepreneurial approach to apply ideas and improve the state or nation in the world. The strategic research also focuses on the development and strengthening of the learning nexus with links in between the transferring knowledge, policy, and practice. (Bull et al., 2016). Deakin is trying the expand its research footprints with fostering the platform mainly for the research collaboration both located and cloud in the areas with leading groups in Asia, Europe as well as North America. The assessment of demand is based on the tasks and the problems behavior which is associated with it, to identify the demands with the higher levels of the problem behavior. The learning provides the premium cloud and the located learning, in Deakin University where there is a proper delivery of the globalized and the connected education. The creation of the innovative environment with building employee capacity helps in progressing towards sustainability and the competitive enterprise. (Culp et al., 2016). The marketing demands and the standards based on satisfaction of the students with the learning experience as well as the global connection, with success and completions. ⦁ Segmentation and target market The segmentation is the process with broad consumer or the market into subgroups of the consumers, based on the shared characteristics. Segmentation is based on the demographics which includes the age, gender, income as well as the education. http://www.sjc.vic.edu.au/news-app/March-03-2016-Careers---Destinations?eid=6910642&cat=Careers On basis of Demographics: The University has international, and the domestic students and is the top ranking university all over the world. It has a major focus on higher IELTS grading with major emphasis on the English background children only. The university only attempts to give admission to MBA or experienced people which are a bonus for the students. For the top ranking university, there is a need of 3 years' experience with mandatory experience for MBA. (Banumathi et al., 2016). The age group of the students is 25-28 years for all the course range. But the university also accepts the applications of the mature age entry under the Special Entry Access Scheme where it values the idea of the people who want to work on improving our state, our nation or our world. With this, one could also recruit the best and the highest research that focus on gathering and expanding the international research footprints. http://www.sjc.vic.edu.au/news-app/March-03-2016-Careers---Destinations?eid=6910642&cat=Careers On the basis of psychographics: Deakin provides the career growth with proper self-awareness, and the self-group with 100% assured placements. (Frese et al., 2016). Also, the university has the best platform where students can put their knowledge for the growth of the nation and world. (David et al., 2016). On basis of behavioural segmentation: There are certain occasions where Deakin also provides the extra courses to the student who prefer to study in the summer break as well. Hence, for this, the university also provides the complete guidance. The target market is the differentiated market where the university tends to decide on working with two or more segments of the market. (Devitt et al., 2016). It works on deciding and choosing a particular limit for the differentiated market approach. ⦁ Current marketing mix analyses Program: It is important for the decision to choose the University. The development of the program is important for handling the want of the customer. There is a need to focus on the teaching, research and the community service. Price: It is important for the buyer to provide better services to the seller. In universities, it is related to the tuition fees and the other monetary issues. Many students are mainly concerned about the financial implications. (Maher et al., 2016). Place: The major element with the distribution price. The University also provides the study in the campus and online studies as well. (Fazeli et al., 2016). Promotion: Here, the educational institutes need to focus on communicating the service with the better target markets. It is also for the higher education with the use of pull and push strategy, including advertising, public relations. http://sui.shiga-u.ac.jp/us/research/coop/results.html ⦁ PEST analyses POLITICAL ⦁ Change in political system affect the work pattern ⦁ Emigration, curriculum & Financial policy ECONOMIC ⦁ Inflation rate where the spending potential subsides. ⦁ Exchange rate where the international students have to spend a lot. ⦁ Interest rate SOCIO-CULTURAL ⦁ Cultural Aspects ⦁ Health and well being ⦁ Population demographics ⦁ Public policies ⦁ The cultural aspects includes the attendance and the preventive measures in reducing the dropouts from the school. TECHNOLOGICAL ⦁ There is a need to effectively balance the technology with controlling workforce without any layoffs mainly due to the implementation. (Wu et al., 2016). It includes knowledge database by changing and handling the communication process. LEGAL ⦁ Creative new administration. ⦁ Health and safety legislation ENVIRONMENTAL ⦁ Maintaining the waste disposal ⦁ Reduction of all the green space that is for the different activities. ⦁ Competitor analyses ⦁ University of Melbourne: This University has been in a major competition as its focuses on the arts, humanities, business, economics and is ranked to be under 50 top university only. It has the best course in the IT and law, and 5th ranking in the world of education. (Pucciarelli et al., 2016). The weakness is that it does not provide better MBA assistance and strength is that it specializes in different fields which people do not find frequently. ⦁ Australian National University: (Young University Rankings., 2017). This is also ranked to be 32 best universities in the world. The major weakness is its limitation of the education it provides but strengthens with the fact that it caters and retails the outlets and other functional amenities on behalf of the student. ⦁ SWOT analyses STRENGTHS WEAKNESES ⦁ Technological infrastructure development with better services ⦁ The research groups recognized internationally. ⦁ The University stable relationships ⦁ Location as well as the attractive climate ⦁ Little assessment of the teaching ⦁ Lack of the space ⦁ Lack of all the inadequate system for the management ⦁ Little functional organisational structure. OPPORTUNITIES THREATS ⦁ Positive presence in media ⦁ Privilege geographical location ⦁ Synergy among the public ⦁ Sports facilities. ⦁ Emergence of the private universities. ⦁ ⦁ Competition from the other university ⦁ Forecasting insufficient funding ⦁ Lack in the strategic planning ⦁ Rigid regulations. https://www.isenberg.umass.edu/programs/undergraduate/on-campus/majors/sport-management ⦁ Value and brand positioning analyses The university is ranking in the top of the 3% of the world university which focuses on placing the top rank of the Australia's MBA courses. (Patricio et al., 2016). The research capability with innovation impact has been set with the HDR enrolments, collations. The value is based on strengthening the communities as well as enabling the partners and enhancing the enterprise. The value tracks of Deakin by 2020 have been mainly to measure the contribution fo the improved labor costs, turnover during the first six months of the employment. My positioning of the university has been nice, as the university also helps in improving the profitability and the productivity measures in a proper manner. There is certain underlying surplus with growth in the student numbers. (Grant, 2016). A proper acknowledgment of the Deakin Digital ecosystem with efficient and effective infrastructure help the university to meet its needs. The contribution to the cultural, social and economic life for the different communities helps in adding and enhancing the values of the enterprise of the community industry. It is also for the public and the private benefits. This comes to add value through the intellectual, physical and the electronic standards. (Hashemi et al., 2017). We can easily add value to the University community when one can provide the right mixture with the availability depending upon the physical spaces, resources and the technological process. ⦁ Conclusion To improve the overall strategy of the business, the marketing, and the competitive environment is important to assess the strengths, weakness, opportunities and the threats of the current as well as the prospective competitors. (Young University Rankings., 2017). The effective tool to assess is focusing on the Five Competitive Force model. ⦁ Reference Balamurugan, S., Jeevitha, L., Anupriya, A., & Shanker, R. G. K. (2016). Fog Computing: Synergizing Cloud, Big Data and IoT-Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis. Fog, 3(10). Banumathi, R., & Nadarajan, S. (2016). Swot Analysis on Marketing Strategies Adopted: A Study on Salt Industries in Southern Region of Tamilnadu. Asian Journal of Research in Social Sciences and Humanities, 6(9), 995-1015. Bull, J. 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